Ma•dé - meaning "second born" in Balinese - needed a brand identity that would bridge Indonesian heritage and downtown New York's energy. Chef Cédric Vongerichten engaged Once Upon a Time Hospitality to develop the complete brand, from naming through visual identity.
We delivered comprehensive brand architecture: naming strategy, logo development, visual identity system, print collateral, menus, and packaging materials. Each element balances cultural authenticity with contemporary style.
The result is a cohesive brand that establishes Ma•dé as a distinctive presence in SoHo's dining landscape. Our implementation ensures the brand story resonates across every touchpoint of the guest experience.
